When we met the DMway founders, it was clear that it’s an amazing start-up with a groundbreaking technology, but it didn’t have the groundbreaking feel to it.

When you aim to start a revolution in this category, to sweep away crowds, you should do two things: 1. sharpen your weapons (words); 2. create a sense that something big is happening.

The first of these rules helped us create new and “gutsy” positioning and messaging. The second rule led our design: turning the iconic 0 and 1, which represent data, into a bow and arrow; creating a unique color scheme for the category; breaking a wall on the main screen; and more.